How Using Pop-ups in eCommerce Can Help Grow Your Business and Increase Revenue
Pop-ups are not particularly loved by website visitors. In fact, they became so hated among internet users that their creator publicly apologized for inventing them. However, it is still trendy among marketers. So why do they use something that is resented by 73% of users?
The answer is: pop-ups actually work. The average conversion rate for pop-ups is 3.09%, with a 9.28% rate for top-performing pop-ups, which is impressive compared to other forms of opt-ins.
Want to know how marketers manage to turn the most annoying thing on the Internet into a conversion goldmine? Keep on reading and learn pop-ups’ benefits for eCommerce, discover rules for creating pop-ups in eCommerce, and take a look at eCommerce popup examples that are actually effective.
How pop-ups work on your audience
Pop-ups are small windows that pop up on the screen while a user is browsing a website or is about to leave. They can have various purposes, but they are mostly designed as lead generators or advertisements.
There are some decent scientific principles that make this marketing strategy so effective:
- pop-ups leverage the fear of missing out (FOMO) by setting a deadline until which the special offer is available;
- pop-ups offer instant gratification by promising a discount or other perk after a client completes your target action;
- pop-ups can help users make a choice by offering a discount on a particular product, so the person doesn’t get overwhelmed by the abundance of available options.
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Are there special design rules for pop-ups on eCommerce platforms?
In fact, there are no particular design rules for creating eCommerce pop-ups. However, we do want to highlight three tips that are the most relevant when designing pop-ups for online shopping platforms.
Rule #1: Deliver value and leverage FOMO
Pop-ups are less annoying if users can actually see their value. One of the easiest ways to create value for customers in e-Commerce is to give them coupons. It works particularly well for newcomers who are not sure whether to shop with you or not.
We also recommend adding a countdown timer to your coupon. It creates a feeling of urgency and increases the chance that they will not just get a coupon and never use it, but will instead start adding things to their cart.
A pop-up with a timer offering a discount. Source: PopupSmart
There is also a variety of other ways to use pop-ups for e-commerce to give value to your users:
- personalized product recommendations;
- valuable pieces of content;
- feedback collection (no more than one question though);
- collect an email address to let them know when the product they are looking for is back in stock.
Rule #2: Formulate your offer precisely
While creating a pop-up design for e-commerce, make sure that it displays products from your store. For example, when you offer a coupon, add a picture of a model in your clothes to remind potential customers what they will miss out on if they decline the offer.
A pop-up that clearly showcases the product. Source: Wordstream
Rule #3: Match pop-ups with your brand identity
One of the most common mistakes with pop-ups is creating a pop-up design that doesn’t fit the corporate identity of your website. There are malicious pop-ups that often lead to questionable platforms. If a pop-up has your brand identity, it is less likely that it will be confused with one of those bad pop-ups. Consequently, users will be more willing to give you their email addresses.
You can use your brand colors, logo, fonts, and tone of voice to show that the pop-up definitely comes from your e-shop and has no bad intentions.
A pop-up that matches the corporate style. Source: Wordstream
Benefits of using pop-ups on an E-commerce website
Take a look at the four main benefits of eCommerce pop-ups that significantly outweigh the somewhat unappealing nature of this marketing tool.
Benefit #1. They get user’s attention
Pop-ups cannot be ignored if you want to continue browsing the website. Users have to click that closing button and, inevitably, read at least some part of the small window. It means that you will definitely get your message across, and if you offer enough value, users may actually enjoy this disruptive experience.
Benefit #2. They help users focus on one important message
While looking at catalogs of eCommerce platforms, share their attention between many things at once. With pop-ups for e-commerce, you can reinforce the message about the benefits and unique features of your store, drive attention to one particular call-to-action button, or introduce something that usually is hidden in the footer and is barely noticeable. Simply put, smart pop-ups help you to guide the user’s attention in the way that benefits you the most and results in increased profit.
Benefit #3. They influence decision making
Sometimes users just need a little extra push before making a purchase, and pop-ups perfectly fill this role. Users may like the product but if it is the first time they visited your website, they will need an extra reason to buy from you. In this case, a discount or free shipping can do wonders, especially if the pop-up has a countdown timer as well.
Benefit #4. They drive conversions
As we have mentioned, pop-ups drive up to 3% of conversions and, if done right, they can offer even more. While it does seem like 3% is not a lot, it is still a cheap and low-effort way to increase sales. Compared to other opt-ins, they still reign supreme. Boosting conversions and thus increasing revenue is one of the most attractive advantages of using pop-ups in e-commerce.
Examples of pop-ups for eCommerce that hit the target
Let’s take a look at these pop-up examples for increasing conversions. We’ll break down why they work and give more tips for pop-up designers along the way.
Example #1. Pop-up offering a discount and highlighting a brand’s credibility
The pop-up has nice bright colors while not being too much. It not only pitches the sale itself but also highlights the fact that the brand is trusted by over 1 million people which adds some credibility. The good image serves as an additional reminder of the high quality of their products.
Pop-up offering a discount. Source: Wisepops
Example #2. Pop-up offering alternatives for an out-of-stock product
This pop-up will keep a user on your site until the very last moment. Even though the store does not have the product, they manage the situation gracefully with this pop-up. It displays personalized recommendations based on what the user was looking at and contains both pictures and prices, thus providing all the information one needs with a simple design.
Pop-up offering alternatives. Source: Sleeknote
Example #3. A pop-up with a creative design to capture user attention
First of all, the brand identity is very clear in this pop-up, even without the logo. However, it is the form of the pop-up that is eye-catching, as such a design idea is very unique if you compare it to other pop-ups.
Secondly, by offering a free product sample the brand establishes a loyal relationship with the users and increases the chance of a purchase.
Pop-up experimenting with the shape. Source: Justuno
Example #4. Minimalistic pop-up collecting only the most essential information
While being extremely simple, this pop-up still grabbed our attention. We like that they ask visitors for both their name and email address so that they can send personalized emails with offers. The maximum number of fields for a pop-up is two. Marketers often forget that and require people to fill out too many fields which scares a visitor off. You should ask for the most essential information rather than creating a whole survey out of the pop-up.
Minimalistic pop-up. Source: PE-nation
Consider 13Chats for creating a successful and unique pop-up
Pop-ups can be a blessing, despite having a bad reputation. Just make sure that the design is clean and resembles your brand. Likewise, be sure that the pop-up communicates its value in a straightforward way and showcases your products to remind the user what they might be missing out on. If you follow these easy tips and learn from the best pop-ups examples for e-commerce, you are likely to drive conversions and guide users’ focus to where you need it to be.
Do you want to develop a marketing strategy based on pop-ups and need help creating highly converting pop-ups? 13Chats has got your back! We offer numerous templates for different offers (newsletter sign-ups, sales, personalized recommendations, etc.), 22 triggers, 5 formats, and easy customization options. Utilize your creativity to create pop-ups that will make the experience enjoyable and valuable, rather than annoying, with the help of 13Chats!
Frequently asked questions
How to use pop-ups in eCommerce?
You can use pop-ups in eCommerce for:
- offering sales or free shipping in exchange for an email address;
- telling visitors about your newsletter;
- giving personalized recommendations;
- collecting feedback;
- offering to let the customer know when their product is back in stock;
- sharing news about current sales.
What are the advantages of using pop-ups in eCommerce?
Even though pop-ups are not particularly popular among users, businesses continue to use them because of numerous benefits, such as:
- guiding users towards important messages;
- driving conversions;
- giving visitors an extra push towards making a purchase;
- having an opportunity for grabbing undivided user attention.
What are the design rules for creating eCommerce pop-ups?
There are no particular rules for designing eCommerce pop-ups but you should always remember these rules:
- match the design with your brand identity;
- include a product picture in the design;
- clearly communicate the value of the pop-up.